In a busy city like Miami, differentiating your business from competitors isn’t easy. It’s even harder when your clients are people who live outside the area. That’s why Pugachev Luxury Car Rentals chose a .miami top-level domain (TLD).
The luxury car rental company was founded in 2015 to give travelers to Miami, whether for business or pleasure, the option of securing a stunning car for their days in Florida’s most acclaimed city. Its owner, Mark Pugachev, could think of no better way of combining his two loves, cars and the city of Miami, than starting a business where he could share both with people visiting the city. And despite early critics, Pugachev Luxury Car Rentals has become a success in Paradise City.
A lot of it comes down to understanding its clientele. For some of Pugachev’s customers, these luxury vehicles are cars they’re used to driving regularly. But for others, spending a few days in Miami behind the wheel of a Porsche is something they’d never get to do in real life. Pugachev caters to both types of customers and understands that a car is more than a way of getting around—it should be an experience.
However, there are plenty of car rental companies in Miami, and Pugachev is competing with major international brands for customers’ attention and wallets. So what better way to help the business get an edge on the competition than using a .miami web address?
It was an inspired move. While there are tons of car rental businesses, there are fewer that specialize in the types of vehicles Pugachev offers; think Ferrari, Lamborghini, Bentley, and McLaren. By choosing the exclusive .miami TLD, Pugachev is already signaling to their upscale clientele that their rental company is special and does things differently. It helps position their business among the type of clients that they’re hoping to attract.
For marketing purposes, using a .miami for a business that relies on people from outside the city is a smart move. Car rental chains are often stuck using a generic parent website instead of their own localized one. By putting the location right in its web address, Pugachev makes it clear that this is a Miami-based company and not one outpost of dozens.
Like many car rental companies around the world, COVID-19 took a toll on the business when travel shut down. Despite the challenges, however, Pugachev stuck it out and now that the world has reopened, the business is seeing bookings rise again. At this rate, they’re well on the way to reaching their goal of becoming the largest exotic and luxury car rental in the country.